GWM selects Dentsu to lead its launch in Spain

A strategic alliance for the landing in the Spanish market

GWM (Great Wall Motors), one of the world's leading SUV manufacturers, has chosen Dentsu as its strategic partner to manage its arrival in the Spanish market. The decision was made after a selection process in which the communication group presented an integrated proposal under its One Dentsu model. The agreement, announced on October 6, 2026, covers the management of the brand's comprehensive media, creativity, and customer experience (CXM) strategy in Spain.

This collaboration aims to position the Chinese company in the domestic market through omnichannel campaigns supported by data, technology, and creativity. The objective is to ensure a coherent experience at all points of contact with the consumer and to contribute to long-term brand building.

The 'One Dentsu' model in practice

To materialize this proposal, Dentsu has deployed an integrated team formed by three of its specialized agencies: dentsu X, Dentsu Creative, and Merkle. These entities will work in a coordinated manner to address the launch, brand positioning, and customer relationship from a global perspective.

María Álvarez, Managing Director of dentsu X, highlighted that the project represents the group's philosophy: "pooling the talent and capabilities of different disciplines to offer the client a unique, integrated, and results-oriented response." According to Álvarez, the combination of these areas allows them to "approach the launch from a global perspective and build a more relevant relationship with audiences."

Context of GWM's European expansion

The awarding of this contract coincides with the start of GWM's commercial and advertising activity in Spain. The company, which entered the European market in 2022 with its GWM ORA and GWM WEY lines, currently operates in nine markets on the continent, including Germany, the United Kingdom, Sweden, and the Baltic countries.

In its new growth phase, under the slogan «Go With More», GWM focuses on demonstrating high-quality technology and a wide product offering. The brand has strengthened its presence on the continent by opening own sales subsidiaries in Spain and Italy, while in other Central and Eastern European markets it will continue to operate through independent importers.

Vehicle portfolio and upcoming launches

In Spain, GWM has begun its journey with the launch of the GWM ORA 5 model. The company plans to incorporate at least two new vehicles into its offer before the end of 2026. Its current portfolio in Europe includes:

Awareness strategy and sponsorships

In parallel with the hiring of Dentsu, GWM has reinforced its marketing strategy in Spain through a sponsorship agreement with the ACB (Association of Basketball Clubs). This alliance aims to increase the visibility and awareness of the brand, connecting with a wide community of basketball fans.

Rafa Alférez, Marketing Director of GWM, pointed out the relevance of this step: "GWM launches its first advertising campaign in Spain, a very relevant step in the development of the brand in our country and in our objective to bring our proposal closer to Spanish drivers." Alférez added that the collaboration with Dentsu will allow them to "build differential, relevant communication connected with the needs of consumers."